How to Improve Your Landing Page Conversion Rate
Nothing is more disappointing than exerting all your effort into making landing pages for your recruitment site only to find them with low conversion rates. Indeed, having well-crafted landing pages is essential to your success as they help you transform job seekers and employers into clients. But how exactly do you ensure an excellent conversion rate for your landing pages?
To help you out, we at Recruitment Traffic have put together a quick guide on how to improve landing page conversion rate so you can attract more leads or clients for your business. Here’s what you should do to obtain quality results from your recruitment landing pages.
1. Identify existing problems
The first step to landing page optimisation is to diagnose potential problems contributing to your low conversion rates. This allows you to identify quickly the steps you need to take to boost your numbers, instead of wasting time and figuring out what you need to do to solve your problem.
Besides Google Analytics, you can use a variety of tools to determine potential issues. They include:
a. Heat map
In a nutshell, a heat map shows you which part of your landing page is getting clicks from your visitors. Let’s say your call to action (CTA) button doesn’t get as many clicks as a less important page element, such as a stock photo. In that case, you will need to make the necessary adjustment to prevent visitors from getting distracted.
b. Scroll map
As the name implies, a scroll map indicates where scrolling activity is taking place on your landing page. If there are a significant number of white or blue areas on the map, it means your visitors are leaving quickly or scrolling past a particular section. On the other hand, red, yellow, and orange areas on the map signify people stopping to look and read.
c. Confetti report
A confetti report tells you which part of the page is receiving individual clicks.
d. Overlay report
An overlay report lets you know the click percentage that each page element receives.
2. Tweak your message
One common reason why landing pages don’t convert is poor messaging. If your content doesn’t resonate with your target audience, you are less likely to convince them to take your desired conversion action. Therefore, you should tweak your messaging. Create content that lets job seekers and employers know that you understand their pain and, thus, can solve their problem.
When writing content for your landing pages, make sure to:
- Know who you are talking to. Research your audience well so it will be easier for you to understand their “pain points” and offer the necessary solutions.
- Speak directly to your readers by using “you” and “your.”
- Use action words.
- Break up large texts into smaller paragraphs to make your content more readable.
- Focus on the benefits of your recruitment services instead of their features.
3. Use a more simple design
For many of those who want to know how to improve landing page conversion rates, one of the things they want to do successfully is to prevent web visitors from being easily distracted. You might be surprised to find out that there’s a quick way to accomplish this task: simplifying page design.
Removing unnecessary page elements, such as irrelevant stock photos and other objects designed to improve the landing pages’ aesthetics, can significantly reduce visual clutter. More importantly, it increases the chance of your prospects taking your desired conversion action because there’s nothing on the page that will distract and prevent them from doing so.
4. Place important details “above the fold”
A recent Danish study revealed that most people have a shorter attention span because of the sheer amount of information we are consuming every day. Therefore, to keep your visitors interested in your offer long enough for them to take your desired conversion action, you should keep essential details “above the fold.” Design your landing page in a way that your visitors won’t have to scroll down to access vital landing page elements.
However, keeping important stuff above the fold has become quite a challenge these days, especially with more people using mobile devices to access the Internet. Fortunately, a scroll map can help you identify where the average fold is located on various mobile devices, thus, ensuring that your headline, CTA, and other vital page elements are in prime position.
5. Make your CTA button stand out
To boost your conversion rates, ensure that your CTA button is noticeable and enticing. Also, it should be clear, concise, and straightforward. As much as possible, avoid using fancy language or confusing offers to get the best results.
For instance, if you want job candidates to join your mailing list, a simple “Sign Up Now” would suffice. Similarly, the phrase “Download Now” can help encourage employers into giving you their email address in exchange for the recruitment e-book you’re offering.
Start Creating Better Landing Pages
Indeed, landing pages can contribute to the growth and success of your recruitment business. When crafted correctly, they can help you attract more leads and find potential clients. This is why you should consider the tips discussed above to boost the performance of your landing pages.
At Recruitment Traffic, we can provide you with landing page optimisation solutions to help you generate more traffic and leads to your recruitment site. Speak with us today and let our team of online marketing experts create a bespoke plan just for you.
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